Mobile payment page optimisation and screen size are reducing the number of consumers wiling to use mobile devices for transactions, according to research conducted at the 2012 Internet Retailing Conference by payment processing company WorldPay.
Over half of those polled were put off purchasing goods and services by the size of the screen, whilst 34% said that a lack of payment page optimisation made them reluctant to shopping using their device. However, payment related activities were high, with 48% of consumers willing to search for stores and 43% researching prices.
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Consumers who were questioned at the conference in London also suggested that tablets are perceived as the more likely platform for m-commerce. 65% thought that tablets would be the most common device used for a mobile payment, compared to 31% who said Smartphones were.
Philip McGriskin, WorldPay chief product officer, said: "Consumers have high expectations of the purchasing experience on a mobile and it needs to replicate what they have come to expect on a website. If merchants can understand and respond to their customers’ demands, they will reap the rewards as the m-commerce appetite does exist."
An Ofcom report revealed that in 2011 Smartphones accounted for 46% of all UK mobile users, with ownership nearly doubling between February 2010 and August 2011. The challenge for merchants is now to turn these users into potential customers.
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